Rotorua police have released CCTV footage showing a man wielding a knife at a dairy owner.
The owner of the Pandora Foodmarket was left "hysterical'' after he was threatened on Sunday March 2.
Police hope the man will be recognised and details passed on to them.
Detective Jeff Alpe said two men went into the Pandora Foodmarket on Pandora Ave about 10.40am that day and had their faces hidden. They are described as Maori, one was tall, the other short.
"They presented a knife to the staff and demanded money and cigarettes,'' he said.